Consumer Willingness-to-Pay for Fresh Pork Attributes

A survey was used to gauge consumer preferences toward four fresh pork attributes: juiciness, tenderness, marbling, and leanness. The survey elicited consumer willingness-to-pay a premium for an improvement in these attributes. Approximately one-half of the respondents were willing to pay some premium for the attributes of juiciness, leanness, and tenderness. The average premium size ranged from $0.20/lb. for marbling to $0.37/lb. for tenderness. Neither the choice of a certifying agency nor the use of a cheap talk script influenced premium levels.


Issue Date:
2007
Publication Type:
Journal Article
DOI and Other Identifiers:
0738-8950 (Other)
PURL Identifier:
http://purl.umn.edu/62294
Published in:
Journal of Agribusiness, Volume 25, Number 2
Page range:
163-179
Total Pages:
17




 Record created 2017-04-01, last modified 2017-04-04

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